KELLOGG’S SECURE DEAL WITH CHANNEL 4

Kellogg's have signed a deal with Channel 4 securing the sponsorship rights for the daytime quiz show, 'Countdown', for their All-Bran brand.
The deal represents Kellogg's first terrestrial sponsorship deal in two years and is estimated to be worth two million pounds.
Guy Longworth, Kellogg's Marketing Director, said: "We are delighted to be working with Channel 4 on what we believe to be a perfect partnership. Both 'Countdown' and All-Bran are trusted household names that play an important role in people's everyday lives.”
The sponsorship commences on October 22 and runs for 12 months. The creative work for the campaign will be produced by Leo Burnett and focuses upon using All-Bran as an ingredient in cooking. Viewers will see two characters in different scenarios where one asks for cooking ingredients, All-Bran being amongst them, and another asks "What can you make from that?". The response mimicks the Countdown Conundrum format by stating how many letters the recipe has and then revealing its name.
The sponsorship association has been developed, negotiated and managed by BroadMind (part of Mindshare) on behalf of Kellogg's.
David Charlesworth, Head of Sponsorship at Channel 4, said: "It is great news to have Kellogg's commit to a major sponsorship campaign once again, and we are delighted to be working with them. I am confident that the partnership will be a big success for all parties involved." (CD)